By Marieke Snyman

For many emerging farmers, securing funding is often the biggest hurdle standing between a good idea and a thriving agribusiness.

Gene Likhanya, founder of the Madimbo Agri Group and a successful macadamia farmer, knows this struggle all too well. Speaking at the African Farming Agri-Development Imbizo 2025 in Pretoria, he shared his journey of overcoming financial roadblocks, designing a compelling business proposal and delivering a winning investor presentation.

A farmer’s first lesson in business

Likhanya didn’t start out as a financial expert – he started as a farmer with a vision. He saw the potential in macadamia farming and was ready to put in the hard work. But what he didn’t realise was that passion alone wouldn’t convince investors.

“I walked into my first investor meeting full of enthusiasm, thinking they would see the potential of macadamias the way I did,” he said. “But instead of excitement, all I saw were blank faces. They wanted numbers, not just passion.”

That meeting was a wake-up call. Investors weren’t just looking for a hardworking farmer; they wanted proof that their money would be well spent. Likhanya left that meeting determined to transform his pitch from an emotional appeal into a solid business case.

Building a business proposal that attracts investors

Understanding what investors need is the first step to securing funding. Likhanya went back to the drawing board and structured his business proposal around four key elements:

A clear business model: He outlined how his farm would generate income, identifying macadamias as a high-value, export-driven crop.
Financial projections: He mapped out expected revenue, expenses and profits over the next five years, showing when investors could expect returns.
Risk analysis: He addressed challenges, such as climate risks, market fluctuations and the long wait for macadamia trees to mature, proving that he had a strategy to manage them.
Market research: He demonstrated demand for macadamia nuts, backed by data on global exports and industry trends.

“Investors don’t just throw money at a good idea,” he explained. “They want to see that you have a plan, that you understand the risks and that you know how to make it work.”

Turning a business plan into a winning presentation

With a strong proposal in hand, Likhanya then focused on delivering a pitch that would leave an impact. He realised even the best business plan wouldn’t secure funding if it wasn’t presented effectively.

His second investor meeting was different. This time, he didn’t just talk about his love for farming – he painted a picture of a thriving macadamia farm with clear financial benefits. He kept his pitch simple, used visuals to break down complex numbers, and most importantly, spoke with confidence.

“Investors need to believe in you as much as they believe in your business,” he said. “I had to prove that I wasn’t just a farmer, but an agripreneur who understood the industry and the financial side of things.”

The result? He walked away with the financial backing he needed to expand his macadamia farm.

Key takeaways for emerging farmers

Reflecting on his journey, Likhanya shared four crucial lessons for other farmers looking for funding:

Know your business inside and out. Investors won’t fund an idea – they fund a well-thought-out plan.
Be prepared for tough questions. Understanding financials, risks and market trends is essential.
Tell a compelling story. Numbers matter, but investors also connect with vision and ambition.
Confidence is key. If you don’t believe in yourself, no one else will.

The road ahead

Likhanya’s success as a macadamia farmer is proof that securing funding isn’t just about having a great product – it’s about understanding the business side of farming. With the right preparation, a well-structured proposal and a confident presentation, emerging farmers can turn their agricultural dreams into profitable ventures.

“Capital is out there, but it’s up to us to secure it,” he concluded. “If we want to grow, we need to stop thinking like farmers and start thinking like business owners.”

For aspiring agripreneurs, his journey offers a valuable roadmap to turning farming passion into financial success.

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• AFGRI: A trusted partner in the African Farming Agri-Development Imbizo

• ‘Land reform cannot work unless we empower people to farm successfully’ – Nick Serfontein

• ‘Meaningful transformation in agriculture is impossible without strong partnerships’

• Harnessing technology for smarter farming

• Genetics and breeding technologies in livestock farming

• Strategic partnerships driving transformation and inclusive growth

• ‘Our country’s farmers are a critical national asset’ – Gauteng’s MEC for Agriculture

• ‘Our black farmers must also have a seat at the table’ – Gauteng’s MEC for Agriculture

• African Farming Imbizo – close to 270 farmers gathering in Pretoria to find solutions for land reform and transformation in the sector